The most viral creator on the planet. He has the internet in the palm of his hands. No videos under 100M views in the last 3 years on his YouTube.
It’s MrBeast.
We’ve broken down MrBeast’s content to commerce and attention to intention formula before with Feastables, but today there’s a new product in the fold.
A new launch, new partners, and new masterclass in advertising that I HAVE to break down.
3 weeks ago MrBeast, Logan Paul, and KSI hopped on a live stream to announce their newest collab…
Lunchly, a direct competitor to Heinz’ Lunchables product that has been around and DOMINATING for decades.
The trio of internet stars are making it evident that Lunchables is stale, the brand hasn’t changed, and the quality of the food is low (and Lunchly offers a slightly healthier alternative).
(Look at the subtle cue to MrBeast with his silhouette in the background.)
They’re building the common enemy RIGHT out of the gate. Literally their entire launch was pinned AGAINST Lunchables.
This did 2 things, one immediately enabled consumers to visualize what their offer was because Lunchables has that level of brand awareness that we all know what product they offer.
And two, rallies their already intense following AGAINST Lunchables. Identifying who you AREN’T, can have just as much impact on building community as laying out the foundations of who you are.
Genius moves from the creators.
But they take it a step further. MrBeast has brought his advertainment style content into the fold to build hype and move product.
Yes, I just made up the word “advertainment” lol. It makes sense though.
The marketer that MrBeast is, all lies in his ability to create ads that perform exceptionally well ORGANICALLY. Hence the contraction of ad and entertainment in the word “advertainment”.
Here’s example 1️⃣:
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Results: 170M+ views
This video shows the magic of MrBeast in another form as well. He originally started this video concept by running with as much money as he could hold and it got over 263M views.
He then repeated the format by running with the biggest feastables bar and it got 236M views.
And then again for the Lunchly launch. The lesson? If you find a format that works, RUN WITH IT again and again (pun intended lol).
Example 2️⃣:
Results: 14M+ views
MrBeast had Logan and KSI hanging off of the side of a building READING OFF AN AD. KSI was freaking out which made for great entertainment and Logan was surprisingly calm.
Disregard the CTAs and branding and you’d watch this video every day of the week.
Example 3️⃣:
Results: 83M+ views
This clip is from a part of MrBeast’s most recent long form video. This 30 second cutaway in his 35 min video was seamlessly woven into the storyline of the overall video.
No brash cut to an ad or misalignment with the greater message of the video. He literally builds ads INTO THE STORYLINE he is conveying so that you HAVE to watch. Incredible.
MrBeast has revolutionized what it means to advertise on the internet. All of his ads are made with retention and organic performance in mind, while his competitors are focused on weaving in 6 different value props and multiple CTAs into their ads.
MrBeast WILL NOT ship an ad unless HE KNOWS that it will perform well on organic.
Why does this matter?
To perform well on organic the content needs to retain audience viewership, as you know. And if your video (which is actually an ad) retains viewers for the whole video, that means they’re there for the entire message and receive your CTA.
So the takeaway for you and your B2B brand?
Don’t be satisfied with the typical ad creative. How can you take it to the next level so that your ads are so captivating, so entertaining that consumers willingly watch and share with their friends like they do with all of your organic content.
That’s what we ALL can learn from MrBeast.
